In reply to Gavin.
Hi Gavin,
Thanks for your comment. You can read more about <a href="https://insidegovuk.blog.gov.uk/2022/08/24/how-were-preparing-for-the-migration-to-google-analytics-4/">our thinking about and plans for GA4</a> - as always, we are working closely with our privacy colleagues to ensure all our tracking and analytics efforts are compliant with GDPR and PECR regulations. Accordingly, GA4 does not pose any additional risks/concerns than our current version of Google Analytics, but we have completed a Data Protection Impact Assessment (DPIA) and continue to monitor the rulings in Europe to ensure we are building our implementation from a privacy first perspective. As per ICO’s regulations, we only track users that have explicitly consented. Regarding opt-in consent and representativeness of the data, whilst it is hard to quantify properly due to privacy reasons, we have enough confidence in the data to understand trends around user journeys and how we might be able to improve them.
Thanks,
Tina
